Fit2Globalize™ – market entry evaluation tool for SME
Expanding the business internationally is of a major challenge for SME. Customer needs, financial and human resources are often the most obvious topics to be not addressed in the right way. Which other essential topics need to be checked to decide if a company should go international?
These were the basic ideas behind the tool Fit2Globalize:
- Which external and internal factors have the most impact on a successful international market entry?
- Developing a method, this allows performing an evaluation before going international. The method should also allow reviewing the international activities of a company. The assessment shall report the gaps a SME has, regarding the planned business activities and the current status of the company.
The intention behind Fit2Globalize is, to assess in an easy (user friendly) way if a small- or middle-sized enterprise (SME) is prepared to enter new international markets. Fit2Globalize™ defines the questions assessing Market-Attractiveness of foreign markets and the Readiness to go international of a company.
Fit2Globalize™ was developed by Jan Richard, Alumnus EMBA in International Management in his master thesis in 2011. If you are interested to get more information, please contact Dr. Paul Ammann.
